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KAYAK Unveils 'Got That Right' Campaign

KAYAK, one of the foremost travel search engines in the market, has recently introduced an innovative brand platform titled "Got That Right." This new initiative not only encompasses a catchy tagline but also aims to address a common challenge faced by many travelers – the stress involved in planning a trip. According to research, an impressive 66% of individuals feel anxious about booking their travel arrangements. Traditionally, many travel brands have focused on highlighting the excitement of traveling. However, KAYAK is setting itself apart by tackling the pre-trip anxiety that many travelers experience, emphasizing the importance of confidence in the decision-making process.

Carolina Montenegro, the Senior Vice President of Global Brand Marketing at KAYAK, stated, "Our research highlights that travelers are overwhelmed with information rather than lacking it; they require a sense of reassurance while planning their trips." As travel search engines are becoming increasingly commoditized, potential travelers find themselves inundated with options, reviews, and travel advice that can easily lead to confusion. The 'Got That Right' campaign is crafted to provide the necessary reassurance that travelers made the right choices, alleviating any feelings of doubt they might have.

In collaboration with the independent agency Rethink, KAYAK's marketing campaign targets a demographic of travelers aged 25 to 45. The campaign integrates humor and relatable scenarios to showcase how KAYAK can simplify travel booking. One of the central features of the campaign includes two comedic 30-second television ads. The first ad, titled "Big trip. Small screen," captures the essence of the decision paralysis that often plagues millennials attempting to book travel on anything other than a computer. The ad humorously demonstrates how KAYAK’s app provides clear comparisons and effective tools to ease the booking process.

The second television spot, titled "Momfluencer," satirizes the overwhelming amount of misguided online travel advice. It shows a mother spiraling into decision fatigue from consuming too much online content before her daughter intervenes, highlighting how straightforward it is to book with KAYAK.

To further disseminate this message, KAYAK will produce additional 15-second clips designed for social media distribution, reinforcing the idea that KAYAK is the trusted platform for travelers aiming to ensure their trip planning is accurate and stress-free.

Tara Lawall, Chief Creative Officer at Rethink's New York Office, noted, "While travelers now have a seemingly infinite selection of options, they frequently experience choice overload, making them second-guess their decisions. Our campaign aims to capture that tension and communicate a simple, yet powerful message of confidence for KAYAK users."

The 'Got That Right' campaign is set to launch across various media outlets in North America, including television, online video platforms, digital billboards, social media, and audio advertising channels.

About KAYAK

KAYAK operates under Booking Holdings and serves as a leading travel search engine that facilitates the booking of flights, accommodations, rental cars, and vacation packages for travelers. The platform streamlines the travel planning process, offering various solutions for leisure and corporate travelers alike.

This new initiative signifies a pivotal shift in how travel companies can effectively communicate with potential customers, suggesting that reassurance may now be the key to unlocking a more liberated travel planning experience. As KAYAK continues to evolve in the competitive travel landscape, the 'Got That Right' campaign is poised to resonate strongly with those looking for that elusive combination of confidence and clarity in their travel planning endeavors.